After we analyze their challenges which are weakness and threats, some strategies can be suggested by using their strength and opportunities to overcome those challenges. 

 

To begin with increasing number of destinations in countries which has promising tourism industry with a great demand of customers who are willing to travel and there are currently fewer international flights offered. Therefore, Southwest Airline can use their strength such as point-to-point service strategy and 25 minutes’ average turnaround time to increase the number of flight in order to gain more customers and also satisfy them with same standard of service.

 

Second, Southwest must pay serious attention to customer satisfaction since the company substantially relies on passenger revenues, They can introduce attractive or new service to satisfy customers in order to maintain existing customers.

 

Moreover, they can develop online check-in with automatic bag drop in order to reduce labour cost. Because they already have had online check-in and offer ticketless travel, if they apply automatic bag drop, it would be reduce the number of employees and save time.

 

Lastly, they can grow their business by developing low-cost cargo or air freight to reduce the substantial dependence on passenger revenues and intense competition.